The European Commission on Monday urged fast-fashion giant Shein to comply with EU consumer protection laws, following an investigation that uncovered multiple breaches.
National authorities found evidence of fake discounts, false purchase deadlines, misleading sustainability claims, deceptive product labels, and missing or hidden contact details.
Some product information was also found to be inaccurate or incomplete.
“All companies reaching out to EU consumers must play by our rules,” said Michael McGrath, EU Commissioner for Consumer Protection.
“We will not shy away from holding e-commerce platforms to account, regardless of where they are based.”
Shein, founded in China and now headquartered in Singapore, had been given one month to respond to the allegations and propose corrective measures.
Authorities had also requested clarification on the platform’s use of rankings, reviews, and ratings to assess their compliance with EU standards.
If the company failed to address the issues, national regulators might impose fines under their respective laws.
(dpa/NAN)
